Being both a full-on watch and car nut, you can imagine my surprise when in season 22 of British motoring show Top Gear I saw an entire "challenge" featuring a Breitling Emergency II watch. Given that vast audience in the hundreds of millions, Top Gear may seem the ideal vehicle (pun intended) for product placement. Neither the watch brand, nor the model were mentioned as such, but the watch and its finer details were clearly visible in many instances throughout the show. So, to put the Breitling Emergency II through its paces and illustrate what it is capable of, what Top Gear did is they dumped one of the three presenters – who turned out to be Richard Hammond, as arguably, he is the fittest of the bunch – with minimal kit and barely any food "somewhere very, very remote," to see if the system works.
Once activated, the Breitling Emergency II ended up being strapped to a tree on the mountain top, with both its radio wires hanging out of its sides. It took the Top Gear duo more than 3 days to reach Hammond – who, as can be seen in the show, didn't handle too well his isolation in the freezing cold Canadian wilderness. By the end of the third day, it was covered in snow and ice and had already stopped sending rescue signals, and yet it was shown as one of the very few of Richard's connections to civilization.
As much of a cliche as it is, watches tend to become such an item in everyday life as well, as many – not even necessarily watch nerds – grow emotionally attached to their timepieces, and the way it was featured and depicted by Top Gear in their latest challenge (again, in Top Gear Season 22, Episode 6) reinforced that important role watches often play in people's lives. It was interesting to see a watch – especially one with such a unique feature as the Breitling Emergency II has – playing a prominent role in the world's leading motoring show.
In conclusion, while the brand and model name were not mentioned, perhaps because it would have been too expensive, or - and this is a more likely scenario - because Top Gear did not agree to that, as it would not have fit into their concept (considering, again, the extremely limited branding on Top Gear at any time during its 22 seasons) – Breitling found their way into a show that may be as powerful a vehicle for branded products as a James Bond or other major movie sponsorship; although, I doubt we will see a Top Gear edition of the Breitling Emergency II. David BredanDavid Bredan (abtw_david) is a young watch enthusiast based in Budapest, Hungary. Cancelling Top Gear ranks, as a cultural crime, right up there with Disney stealing Winnie the Pooh from A.A. Hammond has worn Dainese bike gear and Belstaff and between them have worn Breitling Navitimer and Bremont (Clarkson) omega (Hammond) but these aren’t actively promoted and pushed.


Enter your email address to follow this blog and receive notifications of new posts by email. Category CloudAdventures Automobiles Backpacking Beach Bikes Coast Products Cold Weather Comedy and Art Cooking Emergencies Everyday Carry (EDC) Freebies Frugality Fun! Cuddle Up To Me on #Yelp: Samantha Hess and Professional Cuddlers at the Burnside Studio are sweethearts. And how about the Pendleton wool hunting tartan dress shirt I found at a discount store for $2?! In these HD #survivalbros videos I source product, or pick stuff, to potentially resell at a profit. What it’s like to jump from the top of the tower on an Extreme Zip Swing or Zwing with a 20 foot rope attached to the cable! Sure, it is not unusual for watch enthusiasts to be car nuts as well – I have met countless watch nerds over the last few years who, after a bit of conversation, showed their car lover side as well. Richard, once dropped off by a helicopter on a mountain top, pulls those pins out, activating a distress signal that's picked up by a low-Earth orbit satellite, which then forwarded his exact coordinates to a central command center. In the footage, it is shown in greater detail how the Breitling Emergency II pins are operated and how the radio signal transmitting wires are pulled out from the side of the watch. On the screen, as you can see above, a remaining signal time counter was placed, that would indicate for how long could Jeremy and James could see the watch's exact position on their – also branded – tablet.
Nevertheless, the Breitling Emergency II watch was displayed multiple times throughout the film as it performed in line with expectations.
The picture above is from a scene where he, on his last day there, is shouting in anger into the vast nothingness of the Canadian Rockies, threatening his Top Gear colleagues who chose a rather comfortable pace when coming to his rescue.


It was not only a gadget but the device Clarkson and May tried to track down, and hence, in a way, the tool that saved Hammond's life – even though everyone knows that he had not actually been put at risk, of course. He is dedicated to understanding, revealing and discussing as many aspects of fine watch making as possible. In all seriousness, thankfully Top Gear is not one of those shows which lose their relevance days after a premier.
Top Gear is a motoring show that needs no introduction to any car fan in the world: viewed by around 350 million people every week in over 170 countries around the globe, it features "three middle-aged men mucking about," driving in the latest and greatest sport cars, SUVs, luxury sedans, and, sometimes, in the worst machines the car industry has ever produced throughout its history.
Top Gear, despite the fact of it being a leading car show, scarcely bothers explaining car stuff in great technical detail – given their worldwide popularity, they clearly have to tone down on that a bit to keep their content enjoyable for the larger masses – so it was all the more surprising to see how Breitling could get Top Gear to bother illustrating what the Breitling Emergency II does and how it does it. The watch – still there, strapped to the tree – reminded me of the volleyball famously called "Wilson" in Tom Hanks' Cast Away movie, where it was that item that became a partner and a link to the outer world – for the cast away Hanks.
Fascinated by the countless admirable details of haute horlogerie, he strives to discover the challenges linked to the manufacturing of fine timepieces and also those related to chronometrical performance. Or it would have done so, if not for the rest of the Top Gear team, Jeremy Clarkson and James May, to come to the rescue of their esteemed Top Gear colleague, driving two extremely powerful pick-up trucks from Ford and Chevrolet, respectively. As much as he loves unfolding the mysteries of mechanical timepieces, he also aspires to successfully capture and share the nuances that separate a fine watch and a masterpiece. The two are in London, as opposed to Richard, who turns out to have been dropped off in Canada, specifically, Wolf Mountain, British Columbia.



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Comments

  1. Togrul
    I really believe that the fire ant has taken.
  2. sevgi
    An emergency blanket must be incorporated and various important.
  3. LORD_RINGS
    Calls our attention to a twelve year old.
  4. BREAST
    EMP, it will in no way get rid at present.